Amvuttra
HCP (pitch concepting)
AMVUTTRA is for people with hereditary transthyretin-mediated (hATTR) amyloidosis, a rare and rapidly progressive condition caused by a mutation in the transthyretin (TTR) gene. hATTR amyloidosis can cause symptoms that affect several parts of the body, such as the nerves, heart, and digestive system, which can worsen quickly if left untreated. It is difficult to diagnose and has limited treatment options. Given as an injection only 4x a year, AMVUTTRA is the first and only treatment designed with stability in mind to work harder and longer in the body to improve nerve function and quality of life for people with hATTR.
THE GOAL:
Give patients the confidence that they are on the right treatment plan — one they can live with and trust with their lives.
*This idea made it to the final round of concepting but was never produced.
Client: Alnylam
Year: 2023
Brief: National TV spot for launch of Amvuttra
Creative Directors: Kris Nichols, Jeff Cameron
Copywriter: Kelly Slonaker
Art Directors: Yunuén Sigler
Work done at FCBHealthNY (RIP 🥲)
No one likes a story with a bad ending, and for years, hATTR patients have had only bad endings to choose from. But it’s time for a Plot Twist: using double stranded RNA structure, Amvuttra is changing the narrative for durable hATTR treatment and is poised to become a bestseller.
CAMPAIGN CONCEPT: Plot Twist
